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NEWS ALERT: The Karachi Chamber of Commerce and Industry (KCCI) is organising a seminar on investment opportunities in Sindh on March 6, 2010 in Karachi. NEWS ALERT: NOKIA, The world's biggest maker of mobile phones, expects its share of the global handset market to remain flat next year. NEWS ALERT: Coca Cola recenlty launched a facial matching Facebook application called the Coke Zero Facial Profiler. NEWS ALERT: Completing 50 years in India, Fevicol has released a new commercial titled Moonchwali, positioning it as the Worlds Shortest Feature Film. NEWS ALERT: Nike Inc. raised its quarterly dividend by 8 percent to 27 cents per share from 25 cents per share. NEWS ALERT: Finnish handset manufacturer Nokia announced today that it will lay off 330 workers from its research and development staff, which CNET says is roughly equivalent to 2 percent of its global R&D workforce. NEWS ALERT: Pakistan current account deficit has shrunk by 84 percent to some one billion dollars in the first four months of current fiscal year mainly due to rising home remittances and sharp decline in trade deficit. NEWS ALERT: The University of Peshawar has postponed the convocation 2009 for the regular students of MA/MSc/M.Phil/Phd degree holders for the session 2007 2008. The event scheduled on 30th October 2009.The new schedule would be announced by the administration soon. NEWS ALERT: To mark the 60th anniversary of Peoples Republic of China, the management of Beach Luxury Hotel, Karachi is organising the Flavours of China Food Festival from Thursday October 22 to 07 November 2009. NEWS ALERT: Pakistan current account deficit posted a decline of 89 percent in the first quarter of the current fiscal year, mainly due to higher home remittances and sharp decline in trade deficit. NEWS ALERT: Hamdard Foundation Pakistan is holding a seminar to commemorate the services of late Hakim Mohammad Saeed on his 11th death anniversary, at a local hotel in Karachi on Saturday (October 17) at 3.00pm. NEWS ALERT: Pakistan Telecommunication Authority (PTA) will hold Telecom Consumer Forum on a theme Together for consumer rights, in Islamabad on Thursday at a local hotel. NEWS ALERT: The countrys foreign exchange reserves rose to $14.75 billion in the week that ended on October 3 compared with $14.49 billion the previous week, the State Bank of Pakistan said on Thursday. NEWS ALERT: Although India Pakistan match registered a Television rating point (TRP) of 4.5, overall matches played in Champions Trophy ranged between 1.7-2, as per rating agency TAM. NEWS ALERT: The countrys foreign exchange reserves rose to $14.75 billion in the week that ended on October 3 compared with $14.49 billion the previous week, the State Bank of Pakistan said on Thursday. NEWS ALERT: Pakistan Steel Mills Corporation (PSMC) has posted some Rs 4 billion losses during first quarter of the current fiscal year mainly due to slow production, following shortage of raw material. NEWS ALERT: Asad Ali Shah, President of the Institute of Chartered Accountants of Pakistan (ICAP), has been elected as Chairman of the inter-governmental working group of experts on International Standards on Accounting and Reporting (ISAR) of the United Nations Commission on Trade and Development (Unctad). NEWS ALERT: The furniture and other valuables worth millions of rupees of Royal Bank of Scotland (RBS) branch located in Clifton reduced to ashes due to a huge fire in bank's basement on Wednesday. NEWS ALERT: Pakistan Telecommunication Authority (PTA) has seized two networks of illegal gateway exchanges in Lahore, which were causing huge loss to the national exchequer. NEWS ALERT: The Securities and Exchange Commission of Pakistan (SECP) registered 192 companies during the month of Sep, 2009. The total corporate portfolio as on 30th Sep, 2009 comprises of 53,780 registered companies. NEWS ALERT: PIA on Friday bade farewell to its Director Marketing Salah uddin, who proceeded on Leave Preparatory to Retirement (LPR), before he finally retires in June 2010. NEWS ALERT: The Students Week at the University of Karachi (KU) will be organised from October 12 to 17. NEWS ALERT: Vice Chancellor Punjab University, Dr Mujahid Kamran called on Punjab Chief Minister, Muhammad Shahbaz Sharif at Chief Minister Secretariat on Saturday and apprised him of academic activities in the university. NEWS ALERT: Samsung Electronics is all set to share its technological expertise with the underprivileged children of SOS Children Village and nearby dwellings at Dodhial, Hazara Division. NEWS ALERT: Saleem Moosa Parekh has been elected unopposed as Chairman while Ahsan Arshad Ayub as Senior Vice Chairman and Shahnawaz Ishtiaq as Vice Chairman of Site Association of Industry (SAI) for the term of 2009-10 NEWS ALERT: Sofitel Tower, an international chain of hotels and towers, is expected to commence its operation in Pakistan by 2011. This was stated by Abdul Rehman Naqi, managing partner, Sofitel Tower Karachi NEWS ALERT: The British Petroleum (BP) Pakistan in its development program drive has donated computers, classroom furniture, sports equipments and electric water cooler worth Rs 1.32 million to the Government Boys Higher Secondary School at Village Rajo Nizamani in Tando Muhammad Khan. NEWS ALERT: The regional Income Tax Department organised an awareness seminar at the University of Sindh (SU) here, on Tuesday, to create awareness among the teachers and employees about how to pay income tax electronically using FBR E-Portal. NEWS ALERT: Foreign Direct Investment (FDI), which posted a sharp decline of over 57 percent during the first two months of current fiscal year. NEWS ALERT: The profit after tax of Fauji Cement Company Limited increased to Rs 1,007.623 million in the year ended on June 30, 2009 (FY09) as compared to Rs 413.598 million earned in FY08. NEWS ALERT: The sixth most populous country in the world, Pakistan has a per capita income of about 870 dollar, which is right on average for South Asia. Its geo strategic position is key since it shares borders with China, India, Iran, and Afghanistan, World Bank report. NEWS ALERT: Walt Disney Co. (DIS) Chief Financial Officer Tom Staggs said Tuesday that the national television advertising market of US is improving, and the company is encouraged by ad sales trends at ABC in the third quarter. NEWS ALERT: The actor Alan Davies has offered fans an insight into the cost cutting taking place at the BBC and said he was worried about production standards. NEWS ALERT: Global Chief Marketing Officer of LG Electronics Dermot Boden and CEO ME&A region recently visited Pakistan to review business and marketing strategies of the LG Electronics, said a press release. NEWS ALERT: Anti Counterfeit and Infringement Forum (ACIF), Unilever Pakistan, National Foods and Pakistan Tobacco Company are organising a media workshop on Role of Media in Projecting Legitimate Business Practices and Curbing Piracy on August 21, 2009 at a local hotel in Lahore. NEWS ALERT: The Allied Bank of Pakistan (ABL) has posted a record profit after tax of Rs 3.06 billion for the half year of 2009, and declared a 20 percent interim cash dividend. NEWS ALERT: With an objective to enhance cross cultural understanding between the people of Norway and Pakistan, a delegation of Pakistani artisans departs for participating in the OSLO Mela 2009 here on August 11. NEWS ALERT: The Central Development Working Party (CDWP) approved Rs 4.5 billion for mega projects of the Karachi University, and the first tranche of Rs 700 million from the allocated amount to be released in a few days NEWS ALERT: The profit after tax of Engro Chemical Pakistan Limited had declined to Rs 1.043 billion in the half year period ended June 30, 2009 as compared to Rs 1.556 billion in the corresponding period in 2008. The company's earning per share (basic) had decreased to Rs 3.95 in the period under review against Rs 6.36 in the same period a year back. NEWS ALERT: The ninth ITCN Asia 2009 will be held here at Karachi Expo Centre from August 11 to 13 in Karachi NEWS ALERT: Federation of Pakistan Chambers of Commerce and Industry (FPCCI) had invited applications from the leading exporters of Pakistan for 33rd FPCCI Export Awards which is likely to be held in the month of November 2009. NEWS ALERT: The 5th edition of Expo Pakistan 2009 has been rescheduled for December 3 to 5, 2009. According to TDAP here Thursday, the three-day mega event was earlier scheduled for October 25, 2009. NEWS ALERT: Mobilink camp, established for Internally Displaced Persons (IDPs) with a Rs 81 million fund, at Kund Park near Jehangira Town, has accommodated 1,000 families of IDPs. While talking to media personnel CEO of Mobilink, Rashid Khan, said this. NEWS ALERT: Culligan Water of Pakistan, the premium bottle water supplier has set up two unique water shops in the city. Culligan Pakistan will soon be introducing household and commercial products. (online) NEWS ALERT: The International Society of Air Safety Investigators (ISASI) and Royal Aeronautical Society (Pakistan Division) are co-hosting a seminar on 'Aviation Safety in Pakistan', sponsored by Pakistan International Airline (PIA) today in Multan. NEWS ALERT: At least three airlines from Gulf countries on Thursday suspended their flights to and from Peshawar for a week due to security reasons. The Civil Aviation Authority, however, denied any such security reason for the suspension saying that the airlines might have certain reasons which were undeclared as yet. NEWS ALERT: The Fujitsu Siemens Computers has been renamed Fujitsu Technology Solutions (Holding) B.V., following its integration with Fujitsu Limited. A statement here on Tuesday said the new company, now a 100 percent subsidiary of Fujitsu Limited, was now operating jointly with Fujitsu Services and a unified management under the Fujitsu brand. NEWS ALERT: The national flag carrier Pakistan International Airlines (PIA) will start direct international Hajj flights from Sialkot International Airport in September 2009. NEWS ALERT: The board of directors of Pakistan Telecommunication Company Limited (PTCL), in its meeting on Tuesday recommended an interim cash dividend for the year ending June 30, 2009 at Rs 1.5 per share ie 15 percent. NEWS ALERT: A trade exhibition Canada Pakistan Trade Expo would be held in Toronto, Canada, with the joint collaboration of Trade Development Authority of Pakistan (TDAP), Consulate General of Pakistan Toronto, and event management company M/s Universal Promotions. NEWS ALERT: Pakistan's economy grew by only 2 percent in 2008-09, against the target of 4.5 percent, due to poor performance of almost all sectors, coupled with internal and external pressures of extreme nature. NEWS ALERT: Pepsi Cola International Limited (PCIL) will continue with its $1800 million annual investment in Pakistan as it sees a huge potential for long-term investment. NEWS ALERT: Farrukh Hussain Khan, Chief Executive, BMA Capital Management Limited, has been elected as the President of Overseas Investors Chamber of Commerce and Industry (OICCI) for 2009-2010. This was announced at the Managing Committee meeting held earlier at the Chamber. NEWS ALERT: Despite severe impact of the global economic recession, the Etihad Airways has performed extremely well by hitting target of more than six millions passengers and thus registered 34 percent growth during the year 2008 over the previous year. NEWS ALERT: US bank Citigroup may need to raise up to 10 billion dollars in new capital as the government of President Barack Obama continues talks with banks over the results of its stress tests, the Wall Street Journal reported. NEWS ALERT: Unemployment across the 27 EU member states reached 20 million in March. And unemployment in the countries using the euro is at its highest level since 2005, according to the region's official statistics agency.  

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Feature
 
 
Cell Makers Challenges
 
DAVID OGILVY
 

Advertising Guru Was Real A Mad Men

In the early years of the advertising agency he had set up in New York in 1948, David Ogilvy affected a full-length flowing black cape with a scarlet lining. A young employee thought he looked like Heathcliff coming off the moors. Ogilvy wore woolly tweed suits (with lapels on his waistcoats) and bow ties, which were replaced in later years by a scarlet-lined, dark blue, double-breasted blazer and traditional striped tie, held in place by, of all things, a Bulldog paper clip. Wavy, flaming-red hair, aristocratic features and twinkling blue eyes completed his look.

To top it off, Ogilvy had the speech of an English gentleman. A maid named Bridey Cummings served tea in his office every afternoon. Many photographs show him with a pipe, which seldom left his lips; he also smoked (but seldom bought) cigars and cigarettes.

Ogilvy was strikingly handsome. A friend who knew him as a student at Oxford recalls, “He looked a tiny bit like Rupert Brooke, so he was always running his hands through his forelock and showing his profile to advantage.” Not surprisingly, women were intensely attracted to him. “He was very, very sexy and incredibly charming,” says a former copywriter. Another agrees: “On my second day in the office, David walked in suddenly. I was struck dumb. It was as though a movie star was in my little office. I almost asked him for his autograph.” Like other large personalities, Ogilvy would have stood out in almost any line of work he chose to pursue. In advertising, he found a field that rapidly embraced his personality at a time business historians would later call its golden age.

To understand the man, one has to understand first that he was an actor, delivering centre-stage points with theatrical flourish. Often dressed for the part, he might show up at black-tie events in a kilt. “Perhaps a bit of self-advertisement,” he explained. “If you can not advertise yourself, what hope do you have of being able to advertise anything else?”

Instead of coming into a conference hall while the chairman of another agency was speaking, Ogilvy waited until the man had finished and gone, so all eyes would turn to him. A speech consultant considered his showmanship in so little need of improvement that if he came to her for help, she would tell him, go home! Ogilvy was driven around New York in a Rolls-Royce before many were around. It was quite a show.

Ogilvy was not above embellishing his picaresque life story. He famously told the head of British American Tobacco that his first job was with BAT. A few months later, he told another chief executive that his first job had been with that man’s company. It was all part of selling himself. Like any actor, he wanted to give himself better lines.

And like most snobs, Ogilvy loved to name-drop. According to him, one of his friends in Chicago was a former king of Yugoslavia. “If there is anything David likes, it is royalty,” said a friend, “and a king is best.” Yet in business he was democratic. When he entered New York advertising circles, he was shocked to find how separate the Jewish community was from the non-Jewish. “I told our small staff that I wasn’t going to play that game. A lot of our clients were Jewish eg. ( Helena) Rubinstein (in cosmetics) and later Seagram. And our senior executives were also a mixture.” It did not occur to Ogilvy that race or religion should be an issue.

He put a high value on caring for people and practising good manners. “We do not take people to the elevator, we take them down to the street.” When he heard a young writer had lost his parents in a plane crash, he invited the man (whom he did not know) and his wife to his house for dinner. Ogilvy cultivated and flaunted his eccentricities, not all of them attractive. The worst was his appalling behaviour in restaurants, where he often seemed to go out of his way to create a scene. He’d listen to a recitation of the house specialities and order (the breakfast cereal) Grape-Nuts. Or a plate of ketchup or a jar of jelly, as his entire meal. At a pre-Christmas dinner with British clients, he asked for two small mince pies as a starter; for the entree, again two mince pies; instead of dessert, two more mince pies.

A large part of Ogilvy’s success came from the energy he put into getting what he wanted. He would start by mentioning an idea, more or less casually, then follow up with a memo or letter, clips of articles, more memos a tsunami of communications. He never gave up. His ideas gained power from a terse, compact writing style. “I believe in the dogmatism of brevity,” he explained. He registered key thoughts with underscores in memos and letters, verbal emphasis in conversation and speeches. His speeches were riveting; audiences did not talk during them. He could film a talk in a single take.

He collected and repeated aphorisms to make his points. On compensation: “Pay peanuts, and you get monkeys.” On checking expense accounts: “Even the Pope has a confessor.” On leadership: “Search your parks in all your cities / You will find no statues of committees.” Points were made memorable by vivid metaphor. Discussing which of two commercials to show first to a client, Ogilvy told the creative team: “When I was a boy, I always saved the cherry on my pudding for last. Then, one day, my sister stole it. From then on, I always ate the cherry first. Let’s play the best commercial first.” The client liked the first commercial.

Walter Cronkite, who lived next door to Ogilvy in New York, said he could see him working at his desk in the window, night after night, hour after hour. In the morning, letters had been answered, plans outlined, staff memos written. Ogilvy was indefatigable, routinely working until 7pm, then packing his unfinished business into two briefcases to finish at home (which didn’t help his second marriage). Weekends were for more work, not play. “This weekend I went over 375 pieces of paper,” he wrote to his directors. “The Duke of Wellington never went home until he had finished all the work on his desk.”

Most of Ogilvy’s notable ad campaigns were made during a 10-year spurt early in his career. He called them BIG IDEAS (always all capitals). “Unless your advertisement is based on a BIG IDEA, it will pass like a ship in the night.” His Big Ideas went beyond memorable advertisements. (He dismissed the use of “ads” as not professional and deplored “creativity”, a word he professed not to understand.) His goals were wildly ambitious, nothing less than to change the business and make it more professional. One of his Big Ideas was the now ubiquitous concept of brands.

His greatest legacy may have been an approach that assumed the intelligence of the consumer. “The consumer is not a moron, she is your wife.” “You would not tell lies to your wife. Do not tell them to mine.”

Before he was finished, this immigrant Englishman would improbably rewrite many of the rules of Madison Avenue and become a brand unto himself.

 

 

 

 
 

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